Director for Enrollment Marketing and Analytics

Director for Enrollment Marketing and Analytics

The Director for Enrollment Marketing and Analytics is a highly collaborative, creative, and data-driven individual with a track record for leading both strategic and tactical marketing efforts. This individual is a strategic thinker who translates big-picture marketing vision to implementable operational plans and understands how our marketing efforts work together to build our brand and advance the University's enrollment goals.

The Director oversees the execution and effectiveness of comprehensive enrollment marketing plans that achieve enrollment objectives with key target audiences and constituent groups. This individual monitors and analyzes market and emerging trends and demographics along with internal data to guide strategies, evaluate results, and provide recommendations to improve and optimize strategies. The Director has demonstrated experience managing and executing concurrent short-, medium-, and long-term marketing and communications projects across multiple channels that support and achieve Enrollment Management goals and priorities.

This individual will produce, edit, and approve traditional and digital communications and marketing assets that support EM initiatives and engage identified target audiences. They will coordinate and collaborate with university marketing and communications professionals to incorporate enrollment objectives into broader communications and marketing activities and ensure the integrity, accuracy, high quality, and consistency of the university's brand. The Director will optimize and cultivate the enrollment management web experience to create a positive and effective user experience.

Location:

Glenside

Marketing Strategy:

• Provide leadership regarding all marketing activities, including branding, social media, digital communications, and advertising. This includes broad oversight and a respectful, hands-on management style, with a working knowledge of current best practices in student recruitment, marketing, and strategic management of financial aid.
• Collaborate with Enrollment Management and Marketing & Communications (Mar Com) colleagues to create and execute an engaging and effective marketing strategy to achieve enrollment goals and objectives.
• Work closely with outside vendors to ensure marketing efforts support the overall enrollment marketing strategy.
• Develop and manage digital engagement strategies alongside Mar Com and outside vendors.

Marketing Tactics:

• Responsible for multi-channel (digital, social media, website, email, video, print, and traditional) content development to support the student and family experience during the college search and selection process.
• Work with the creative team in Marketing & Communications to design content and assets to execute the marketing strategy.
• Ensure that the voice, messaging, and content are aligned with University branding. The Director will create drip marketing campaigns incorporating industry-leading best practices consistent with brand guidelines.
• In collaboration with internal and external partners, produce content, write copy, and generate campaign ideas and frameworks for the annual drip marketing campaigns for recruitment.
• Maintain a multi-channel content calendar.

Marketing Analytics:

• Report marketing KPIs to measure the effectiveness of marketing initiatives.
• Collect and interpret quantitative and qualitative data using various techniques.
• Establish consistent reporting on marketing productivity, return on investment, and conversion to various enrollment KPIs through marketing channels and campaigns.
• Leverage analytics to make data-driven recommendations and decisions about content, platform, segments, and cadence.
• Monitor all campaign performance and report findings to leadership.

Website:

• Act as a primary web lead/publisher/content manager for all EM web pages, including undergraduate admissions, graduate admissions, and financial aid.
• Routinely and regularly provide recommendations for website improvements.
• Using tools such as Google Analytics and Crazy Egg, the Director analyzes web content and messaging for refinement and revision.
• Write and maintain web content that is both ADA-compliant and search engine-optimized.
• Serve as liaison to the Marketing and Communications web team.

Marginal Functions:

• Perform other duties as assigned by the Assistant Vice President for Enrollment Management and the VP for Enrollment, Technology and Innovation or other senior management, as appropriate.
• Assist the Office of Enrollment Management with temporarily taking on additional work during times of high volume or need.

Minimum Qualifications:

• Bachelor's degree required
• Minimum seven years of professional experience in marketing or analytics
• Direct experience working with admissions/enrollment management marketing is preferred.
• Google Analytics 4 certification
• Experience working with Word Press and other marketing tools (ex, Crazy Egg, Pardot, Hootsuite, etc.)
• Experience working with…